JMIC Unveils New Global Manifesto to Strengthen Business Events Advocacy

The Joint Meetings Industry Council (JMIC) has unveiled the third edition of its Global Manifesto, a significantly expanded advocacy framework that reflects how the business events industry is redefining its value proposition. Moving beyond traditional economic arguments, the updated publication positions meetings and congresses as strategic instruments for knowledge exchange, talent development, sustainability, destination competitiveness and long-term societal impact.

Originally launched in 2020 to support the sector's post-pandemic recovery and updated in 2023 to strengthen the industry's advocacy narrative, the latest edition responds to a rapidly evolving policy landscape. Drawing on the Events Industry Council's 2026 Global Economic Significance Study alongside research and contributions from organisations across the meetings sector, the Manifesto outlines 15 ways in which business events generate lasting value for governments, communities and destinations.

One of the publication's most notable developments is the integration of impact case studies from The Iceberg, JMIC's storytelling platform dedicated to demonstrating the long-term legacy of business events. While economic data continues to quantify the industry's contribution, these real-world examples seek to illustrate the less tangible—but equally significant—outcomes that conferences and congresses can leave behind, from strengthening local ecosystems to accelerating innovation and professional development.

The publication also places renewed emphasis on local advocacy. Rather than promoting a single universal message, the Manifesto proposes ten practical actions to help industry professionals adapt global narratives to regional and national priorities, enabling more meaningful engagement with policymakers and public authorities.

The third edition was developed by a dedicated JMIC working group led by Martin Boyle, CEO of IAPCO, with contributions from representatives of ICCA, UFI, IFES and Copenhagen Convention Bureau.

James Rees, President of JMIC, said: "JMIC's role in supporting the global business events industry is to provide a platform where the world's business events associations and industry stakeholders speak with one voice. The Global Manifesto is a detailed manifestation of such a platform which, having supported the industry in its recovery from the pandemic, has rightly been designed and adapted for the world in which we now operate and will be an invaluable tool for colleagues and stakeholders across all regions to support their advocacy work and demonstrate the powerful, lasting impact and legacy of business events."

Martin Boyle, CEO of IAPCO and Chair of the Manifesto Working Group, added: "This Manifesto takes a truly global perspective, while recognising that successful advocacy is ultimately delivered through relevant local messages. Drawing on research data from the Events Industry Council (EIC), the member associations of the Joint Meetings Industry Council (JMIC) and others across the meetings and events sector, it has been designed as a practical and accessible guide, equipping meetings industry professionals with clear, adaptable messaging to support advocacy initiatives and stakeholder discussions, whether speaking as a member of one of our global meetings and events industry associations or advocating as an independent company. As CEO of IAPCO, we will be using the Manifesto ourselves, but will also be leveraging its content by sharing it with all of our members as we support them through their own grass-roots advocacy work."

The Joint Meetings Industry Council (JMIC) is the global umbrella body for the major associations representing the business events industry. JMIC advocates for the recognition of conferences, trade shows and conventions as strategic economic assets, and leads the industry's Net Zero Carbon Events initiative targeting net zero emissions by 2050. T

he third edition of the JMIC Global Manifesto is now available to download from the organisation's website, while additional legacy case studies can be explored through The Iceberg platform.
 

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